Give Your Cause Marketing a Little Extra Punch with a Coupon Hangtag

FUZE, the water flavored with juices and milk and fortified with vitamins and minerals, is an existing sponsor of Susan G. Komen for the Cure and several of its flavors carry Komen’s trademarked version of the pink ribbon and generate $0.10 for every bottle purchased.

But to give the campaign a little extra punch, several in my grocer’s refrigerated beverage case recently included the coupon hangtag you see below.

There are a number of tactical advantages of this approach to FUZE, the retailer, and Komen:

The coupon encourages additional purchases.
It can be executed faster than a label change could.
It can be placed on the flavors, like this one, that don’t normally carry the Komen pink ribbon.
It makes the ribbon more visible than the beribboned bottle alone.

The back side of this coupon is blank. It’s a pity that FUZE didn’t turn over that space to Komen for breast cancer information, website links, or inspiring stories about survivors and supporters that FUZE calls Heroes For Hope. Since the coupon doesn’t have to be detached to be redeemed, the whole of the back would have been available for this purpose.

There’s also one notable disadvantage to this kind of paper hangtag; I can guarantee that there are loose hangtags strewn all along FUZE’s distribution network from the factory to the floors of warehouses, transportation trucks, and the store’s backrooms.

Shrinkage, or course, is a cost of doing business. But every hangtag that doesn't stay with its intended bottle is unfortunately wasted.

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Top Eight Cause-Related Marketing Campaigns of 2007

Yeah, You Read it Right. It's a Top 8 List.

More cause-related marketing campaigns are unveiled every day across the world than I review in a year at the cause-related marketing blog. And, frankly, I don’t see very many campaigns from outside North America. So I won’t pretend that my annual list of the top cause-related marketing campaigns is exhaustive.

But, like any other self-respecting blogger, I won’t let my superficial purview stop me from drawing my own tortured conclusions!

So… cue the drumroll (and the dismissive snickers)… without further ado, here is my list of the eight best cause-related marketing campaigns of 2007.

My list of the worst cause-related marketing campaigns of 2007 follows on Thursday.

Chilis and St. Jude Children’s Research Hospital
I was delighted by the scope of Chilis’ campaign for St. Jude Children’s Research Hospital. As you walked in you saw the servers adorned in black co-branded shirts. Other elements included message points on the Chilis beverage coas…

Profile of Cause Marketing Veteran Joe Lake

Blogger's Note: What follows is a profile and interview I wrote of Children's Miracle Network co-founder Joe Lake, who was recently installed as the CEO of the Starfish Television Network. This originally appeared in the Salt Lake Enterprise on Monday, May 11.

Lining the walls of the office of Joe Lake, the new CEO of the Starfish Television Network, a 501(c) (3) public charity and television network founded in 2006 and headquartered in Midvale, are pictures of the many celebrities he has worked with.

There are pictures of Joe with Goldie Hawn, Sidney Poitier, Jeff Bridges, Bill and Hillary Clinton, Rob Lowe and Walter Cronkite, and affectionately-autographed publicity stills from Bob Hope and Rich Little.

It’s something you’d expect in the office of a Hollywood agent, or at a celebrity hangout in Manhattan, or Chicago or Vegas. But the Starfish Television Network, whose mission is to tell the stories of nation’s nonprofits in a way that educates, entertains and inspires its audi…

50 Cent, Cause Marketer

Curtis Jackson, aka rapper 50 Cent visited the horn of Africa in September 2011 hosted by the United Nations and committed to provide 1 billion meals to the World Food Programme over the next five years, funded in part by several cause marketing efforts.

The Horn of Africa has a lot of problems right now, nonetheleast of which is that starvation there is rampant, long-term drought is endemic, and working institutions are few.

Since the UN's World Food Programme can manage to deliver a meal for about $0.10, Jackson has basically committed to donating $100 million (or 200 million 50 cent pieces). That's a very big number.

He gave his commitment a kick start with a donation of $350,000. Like him on Facebook, and when he reaches 1 million new likes, he’ll donate another $1 million.

50 Cent is also tying the sales of his Street King energy drink to the World Food Progamme (WFP). For every bottle sold, 50 Cent will donate one meal.

Street King competes with 5-Hour Energy Drink, a ca…

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